Weeks ago,
I went to the Consumer Electronics Show in Vegas
and returned loaded down with schwag.
Most items got a ho-hum from this marketing gal.

Most.
Not all.

JVC did an outstanding job once again
in the massive mobile section,
giving out the only air fresheners at the show.

However, the best schwag I received was
a tiny screen cleaner for phones and blackberries
from iGrip.
Costing only pennies,
this piece of branded plastic and felt
was perfect for removing fingerprints
from touch screens.

I saw people use them.
I heard people talk about them.
I witnessed people hoarding them.

Guy Kawasaki talks about
how anyone can be an influential,
regardless of their sphere of influence.
He quotes Duncan Watts’ findings on
the importance of readiness of market.
“If society is ready to embrace a trend,
almost anyone can start one—
and if it isn’t, then almost no one can.”

I agree.
The market has to be ready.
However once the market is ready,
it does help to have some very noisy and vocal supporters.
Especially if you are on a tight marketing budget.

“Magazines, editors, agents –
they all employ young people making $22,000 a year
whose job it is to read through piles of manuscripts and
send you back letters telling you
that you aren’t good enough yet:
LET THEM DO IT.
Don’t pre-reject yourself.
That’s their job, not yours.
Your job is only to write your heart out,
and let destiny take care of the rest.”

Yes, I realize that the market is fluid.
Yes, I realize that the competition is launching
with new products every day.

But changing the product constantly
means that we’re launching with no products.
Having to change the product also indicates
that we’re not developing anything sustainable.
Our proposed product does not have a competitive edge.
It is a me too
and the me too continually changes.